The Beat

Why You Need to Include Video in Your PR and Marketing Strategy

Visual storytelling has long been used, since the caveman days, to engage with an audience quickly with impact and emotion. A visual narrative can pack a powerful punch incorporating still photography, video, graphics, illustration, music, voice and other audio. In the past five plus years, this highly-trafficked medium has made its mark on public relations, social media and marketing campaigns as a way to elevate client stories. While practitioners have always been storytellers, today is less about the “written” word and more emphasis is placed on thinking “visually” to influence engagement, increase brand recognition, form relationships and communicate brand values.

Like any PR program though careful consideration has to go into the intended message and whether it aligns with your company’s overall strategy and business objectives. It’s far more involved and strategic than putting a clever video together and hoping it goes viral just for the sake of it. Leveraging video, video sharing platforms such as Snapchat and live stream tools such as Periscope and Facebook Live helps brands to connect, reach and engage audiences that they may not have had access to in the past.

Below are some recommendations from our experience as to help make your videos stand out from the noise so you don’t fall flat.

  • Know your original purpose for creating video content in the first place. Determine who, what, when, where, why/how of your approach out of the gate. Before you begin, ask yourself “what do you hope to accomplish?”
  • Give your brand a face. Adding a personal touch to connect with your consumer or audience can make all the difference in the world.
  • Like Simon Sinek has stated, “People don’t buy what you do, they buy why you do it.” When in need of some inspiration, look to your core values. Don’t lose sight of who you’re trying to speak with and why it’s important.

We’ve spoken before about how the best brands make deep connections with their audiences in order to build brand loyalty. Video can help put a “face” to your brand – whether that means putting the CEO front and center or giving people a behind the scenes look at your business – and deliver your messaging in a personalized manner that doesn’t always come through in the written word.